The former president of Nissan Motor's  U.S. branch, also known as the "Father of the Z", passed away Thursday.  He was 105. 

Yutaka Katayama, who had retired from Nissan since 1977, succumbed to heart failure at a Tokyo hospital, the family said.

Katayama, popular to many Nissan enthusiasts as "Mr. K", was the person behind the creation of the Z line of sports car, turning it into a powerful global brand.

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Mr. K was born 1909 in Shizuoka Prefecture, Japan.  At 26 years old, he was hired by Nissan as a publicity staff, then later worked for the advertising department.  He introduced the lifestyle-based ad campaigns at the time when most car ads simply contained the car company's name.

Katayama was also credited for putting up the  All-Japan Motor show in 1954, now known as the Tokyo Auto Show.

In 1960, Nissan took a bold step in sending Mr. K to Los Angeles California, where he built a network of Nissan dealers, at the time when the Datsun had no status or prestige.

 "During the difficult times, we all gritted our teeth and worked together and we made it through. For me, they are not just dealers but friends. I'm speaking like I'm a big man, but I owe everything to them."  Mr. K said, in one of his past interviews.

In 1969, Nissan launched its first sports car, the Fairlady.  Mr. K changed the name from Fairlady to 240Z upon arrival in the U.S. The sleek, two-seater sports car priced at $3,500, sold like hotcakes.  That redefined the sports car market, and led to Nissan having a "sporty" image.

Nissan discontinued the production of the Z in 1996, but was resurrected when Nissan made an alliance with France's Renault.

"A car is a horse. I want to drive a thoroughbred that's in tune with my heartbeat, but not something that's too dressed up for someone like me," Katayama said in a 2002 interview commenting on the Z's comeback.

Mitsuo Katayama said, he is now happy for his father who no longer worries about "gas, police or traffic tickets, as he zooms with the Z in heaven.

"His greatest achievement, I think, was the fact that he was able to give many American Datsun dealers their own success story," he said.

Mr. K is survived by his wife, Masako, two sons and two daughters.

Tagsnissan, z sports car, Mr. K, Yutaka Katayama